TUI's Anti Jet Lag Service Gives Vacationers a Taste of their Destination - Before They've Even Got on the Plane

Oct. 03, 2024

Travel specialist TUI today launches a campaign that aims to solve every (long distance) traveller’s bugbear: jet lag. Created by The Family Amsterdam, "Meals Against Jet Lag" offers holidaymakers the chance to reset their biological clocks - and get an early taste of their destinations - through a special program developed with meal prep maestros HelloFresh and nutritionist Elly Kaldenberg.

From balmy weather to delicious food and new experiences, holidays offer plenty of positives - but disrupted sleep and exhaustion caused by jet lag can put a serious downer on energy and enjoyment levels, as recent research among TUI customers in the Netherlands and Belgium shows: 40% of respondents reported that jet lag, especially at the start of their holiday, diminished their vacation enjoyment.

Inspired by international research from Northwestern University - which suggests that jet lag can be managed with tailored nutrition plans - TUI has teamed up with nutritionist Elly Kaldenberg and HelloFresh to cook up a delicious solution to the problem. ‘Meals Against Jet Lag’ is a step-by-step plan providing nutritional advice to travellers on how to adjust their eating schedule to reduce the impact of jet lag. By gradually shifting mealtimes in advance of their trips, travellers can adjust their biological clocks to the rhythm of their destination - reducing the exhausting effects of jet lag and helping holidaymakers hit the ground running.

Alongside the handy guide, cult meal prep kit company HelloFresh has created a new series of meal boxes tailored to specific destinations - from Japanese-inspired ramen to Singapore noodles - offering travellers a taste of their destination before they have even left home.

The campaign, created by Amsterdam independent creative agency The Family, is led by a film depicting the discombobulating effects of jetlag on travellers, intercut with scientific insights and practical advice from Kaldenberg and mouth watering shots of the HelloFresh meals ready to prep travellers’ tastebuds for their exotic trips.

Eduard van Bennekom, Creative Director of The Family Amsterdam said:

“Recent research among TUI customers shows that as many as 40% of people who take holidays suffer from jet lag. No surprise there, really. But this has a big impact on something very precious: your holiday. Therefore a large group of people don’t fully enjoy the start of their holiday. That’s why we developed with ‘Meals Against Jet Lag’. To help TUI provide a simple, yet innovative solution to jet lag. Even before your holiday begins, TUI strives to ensure the ultimate vacation experience. With ‘Meals Against Jet Lag,’ we provide a practical solution that reduces jet lag and ensures our travellers can fully enjoy their vacation from the very first moment," "The plan mainly focuses on adjusting your eating schedule to help prepare your biological clock for a new time zone. Our research shows that 57% of respondents are willing to adjust their diet to reduce the effects of jet lag, while 88% were unaware of the role that food can play in jet lag prevention. The timing of your meals is crucial for adjusting to a new time zone and reducing jet lag. With these insights, we developed a simple step-by-step guide for our travellers."

 

Elly Kaldenberg added:

“Light and food are the most important timekeepers or regulators for the biological clock, and your eating pattern can significantly reduce the effects of jet lag. When you fly to a different time zone, local meal times may fall in what is still the middle of your biological night for your stomach and intestines, causing unpleasant jet lag. By gradually shifting your meal times and sleep-wake rhythm each day, you can help your body adjust ‘on route’ to your destination, thereby reducing jet lag symptoms. Travellers flying east should gradually start their sleep-wake rhythm earlier each day, while those flying west should shift their rhythm slightly later.”